Let’s face it — in varying degrees (and the peanut gallery can argue about this all day long), everyone does good creative. And yes, some even do great creative. But the fact remains that good creative alone will not solve a client’s problems or meet their needs.

When was the last time a client came to you and said “I want an ad, a website, a brochure, a [fill in the blank]” without an accompanying “because…”? Client’s don’t want or need marketing and advertising just to have — just to sit back and admire. They want and need it to meet specific needs, address business challenges or solve problems. Creative alone (usually) does not solve those problems.

Creative, combined with a smart strategy? Now we’re getting somewhere.

A solid understanding of your customer? Your target audience? Well defined goals and objectives? These things are not optional. They’re the roadmap that guides everything. They’re what allows good creative (and yes, even great creative) to become effective creative. The work that moves the needle. The right combination of message and medium. Copy that’s written for a specific purpose to a specific audience, not simply because it might be witty or clever.

Good creative doesn’t make up for bad placement. A killer creative idea is only that if there’s a purpose to it — something that generates that spark in the client’s mind, and more importantly — in their customer’s mind. That’s when the real magic happens.

Yes, this could go on and on and on. But the fact remains — we don’t need better creative. We shouldn’t try to force an idea or a concept. We need better planning and strategy. That’s what gives guidance. It gives the creative a purpose. That’s what creates action beyond an ad, a website, a concept or idea.

Check-in for the event begins at 11:30, and the presentation starts at noon. Lunch is provided by Outback Steakhouse.

Cost for the event is $10 for members, $25 for non-members. RSVPs are requested on or before April 7. Call Debbie Currier at 208-404-3528 to make reservations or for more information, or e-mail mvadfed@gmail.com.

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Most recently they’ve added to their staff with these new Account Executives:

Chad Biggs — Chad has been on both the client- and agency-side, as an Internal Communications Manager, and as a Public Relations Consultant for a variety of public and private companies. He was involved in internal communications at Albertsons during their acquisition by SUPERVALU, and has also worked with clients in travel and tourism, healthcare, education and other industries.

Samantha O’Lea — Samantha recently relocated to Boise from the Los Angeles area, where she worked at the Los Angelese office of HL Group. There, she was responsible for beverage, fashion, luxury lifestyle and design account management and strategic consultation. She has also worked with other boutique PR agencies, and was a regular speaker at the University of California, Los Angeles.

In addition to the new hires, Alena Shea has been promoted to Account Executive. Alena has been with the agency since January of 2009, and focuses on the agency’s national health, nutrition, and wellness clients.

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AIGA Idaho is once again holding a Drink for Design event. This one is scheduled for Tuesday, March 23rd (sorry for the short notice).

From the AIGA folks:

Please come and enjoy our next Drink for Design event at the Modern Hotel & Bar, Tuesday, March 23rd at 6:00 pm.

All designers need to be hydrated to keep up with all that creative genius out there, whatever your choice of liquid may be, i.e, vitamin induced pump you up water, cola, beer, mixed drinks…Come and enjoy liquid refreshment together and refuel your creative juices*

*please no spewing

The event is scheduled to start at 6:00 p.m. and will likely go until everyone leaves or they close the bar, whichever comes first.

Ticket reservations should be sent to rockies@boiseadfed.org. RSVPs are due by or before April 15th. But seriously, get your RSVP in now — rumor has it that the show is more than halfway toward being sold out.

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CLM in Boise has added a new face. Joel Bartron has joined the agency as Writer and New Media Coordinator.

Prior to joining CLM, Joel was the founder and writer of the satirical news site The Pith Report, and was also in retail technology sales. He is a graduate of the University of Montana with a degree in English, and also studied Media Arts.

In addition to all of that, he has taken up the art of beer brewing with his brother — always a useful skill to have, especially in this line of business.